The versions of your services are a huge topic in which there are many considerations and recommendations.
For starters, there are various classes of changes you can make; fully-breaking, semi-destructive and inextricable.
Continuous changes (no change required for existing customers) include:
- change in the internal implementation of the service while maintaining the unchanged contract unchanged
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:
http://msdn.microsoft.com/en-us/library/ms731060.aspx